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Email Marketing 101

Posted by Sabra Mwaura on April 01, 2020 • ... comments

email

The statement “Email marketing is dead” is something that I hear time and time again, and I am sure a few if you have been told this too. Well, today I am here to tell you that not only is it alive and well, but it’s making a lot of businesses money!


More than half of all adults — 60 percent of them — subscribe to at least one email newsletter, and if that doesn’t convince you, the ROI is hard to ignore. For every $1 you spend on email marketing, you could be making up to $54 back. The goals of email marketing can include building brand awareness, driving traffic to your site and making sales, so it is monetization in some ways. However, if you’d like to learn more about email monetization involving sponsored content or ads, you can learn more here. Now, let’s jump in, shall we?

 

What is email marketing?

Let’s first establish exactly what we mean when we say email marketing. Email marketing is sending a targeted marketing campaign to your audience via email.

Anything you send to your email list could be considered email marketing. You can send monthly newsletters, business updates, or promotional material.

 

Why should you start email marketing?

One of the most common reasons to add email marketing to your strategy is that you OWN your email list. There are no funky Instagram algorithms or pay-to-play Facebook schemes that could potentially mess with your marketing campaign.

Whatever you send to your audience will go straight to their inbox. It gives you direct access, and you can more easily accomplish marketing goals like:

  • Strengthen relationships
  • Establish your industry authority
  • Send personalized emails
  • Grow your audience
  • Create excitement and desire

 

How to get started with email marketing:

Build your email list

It can take some time to build an email list, but we will cover a few ways to get subscribers fast. Some companies put all of their eggs in one basket and only put an opt-in section on their website, saying something like, “Enter your information here to receive emails from us!”

Don’t be like those companies! It doesn’t give any reason to sign-up for your emails, and they might be thinking that they’re going to get spammed with a bunch of sales-only emails promoting your product.

If you want more email subscribers, you need to give them an “I need this now!” moment. The kind where they happily type away their email address and hit “Subscribe.”

Enter the lead magnet.

The lead magnet is also known as a call to action, freebie or opt-in. It’s valuable information that your audience wants, and they are willing to give you their email to gain access to it.

Lead magnets come in different formats such as:

  • A free course
  • Digital downloads
  • Templates
  • eBooks
  • Free Consultations
  • Checklists
  • Webinars
  • Demos

If you offer your audience a free lead magnet that promises high-quality content, then the odds of them subscribing to your email list grows exponentially.

It really is that simple.

Once you’ve made your lead magnet, then you need to make sure your audience knows it exists. You want to put opt-in sections everywhere on your website. Let people know your lead magnet is available by advertising it. A few different places to put your lead magnet include:

  • Blog posts (especially if it’s related to the blog topic)
  • Website header
  • Website footer
  • Your “About” page
  • Pop-ups or “Lightboxes”
  • Dedicated landing pages

So, now you have people subscribing to your emails, but what do you send them?

Create A Welcome Email

When people subscribe to your emails, send them a welcome email. 💌

You want to come out strong in your welcome email, as they have the highest open rates - up to 82%!

Take the time to dress up that first email. Treat it like a first date that you want to impress, and you may just see results.

Pro Tip: If you want a more advanced technique, then set up a welcome sequence. This is a series of emails that nurture your new subscribers and explain your business and provide valuable content. Since consumers need to see your brand seven times before purchasing from you, it can help boost brand awareness and increase your conversion rate.

Your welcome email should cover who you are, why you’re the best, and how you can help solve your subscribers’ problems. Here are a few tips to make your welcome email stand out:

 

Think of your subject line as the first impression

Subject lines can be tricky, and you may want to do some AB testing to figure out what gets the best open rate.

Here are some methods to test:

  • Add the recipient’s name
  • Use emojis
  • Make it short and clear
  • Use power words
  • Create a sense of urgency
  • Use humor

Tell a story

Don’t be afraid to get personal. Depending on your brand’s approach, you can open up and share stories about the company. An easy one to share is the story of why you started your business, website, or blog!

Storytelling helps people feel an emotional connection with your product or service. If you can relate to your audience, your conversion rates should reflect that.

Share links

Every email should be helpful, but also have a goal. Your welcome email is a great way to share links to your valuable content, getting more people back onto your site.

Include a round-up of your best and most helpful blog posts. Ask them to follow you on Facebook, where you may host live events to discuss your product.

The choices are endless, but the key is to make sure that your audience feels like they are getting high-quality information for free. It’s how you build trust and authority with them.

Finishing Touches 🖌

There are plenty of different email strategies to pick from, but if you are new to email marketing, then there are only two steps to focus on to get started:

  1. Create an irresistible lead magnet to grow your subscriber list.
  2. Share your story and why you make an impact in your welcome email.

That’s it! Are you ready to head into your consumer’s inbox?

 

Something Powerful

Tell The Reader More

The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for.

Remember:

  • Bullets are great
  • For spelling out benefits and
  • Turning visitors into leads.

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